“Since 1961, CoverGirl has been a fashionable cosmetic line, competitively priced, with formulas that are clean, fresh and natural, and that are good for the skin.” http://covergirl.custhelp.com/app/answers/detail/a_id/968 Starting with a modest number, Covergirl only had 6 products at the birth of the company. However, today there are countless beauty products produced by the one and only CoverGirl. The name “CoverGirl” came about because this company wanted models on the cover of magazines to wear the product.
“CoverGirl is the leading Cosmetics brand in the U.S. mass market with over $700 million in
annual sales.” http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-CoverGirl.pdf Women can easily change their look with the reasonable prices they have to offer. They’re coming out with new products so often, as well, that many women will return just to try the new product. 
Very recently “In late 2005 and for the first time ever, CoverGirl enjoyed success in Eyes with the introduction of breakthrough mascara innovation.” http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-CoverGirl.pdf An iconic brand overtakes them, however, in that department. Think about a green and pink tube… sound familiar? They are the long-standing #1 mascara but CoverGirl was determined to take over the Eyes segment of the market as well. CoverGirl launched a mascara called Lashblast Mascara that ended up being the biggest U.S. cosmetics launch ever. “Next Big Thing was the catalyst for our holistic campaign. While we had designed a strong proposition, the launch could only be successful with a showstopping, holistic advertising campaign that rallied behind a single, clear message.” http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-CoverGirl.pdf
CoverGirl foundation was the first makeup my mother ever let me put on when I was in the 6th grade. I thought I was such hot stuff strutting around with my fresh looking CoverGirl-ed face. Since then CoverGirl has come out with many new foundations to try. A particular kind that I am partial to at the moment is called “NatureLuxe Silk Foundation” and yes, it is as luxurious as it sounds. The product description online reads, “Redefine natural beauty with our lightweight silk foundation. With a touch of cucumber water and a hint of jojoba and rose hip extracts, our light yet luxurious formula takes heavy weight out of your polished finish.” http://reviews.covergirl.com/1332/cg_natureluxe_silk_foundation/natureluxe-silk-foundation-reviews/reviews.htm Not only does this foundation look beautiful, but it smells delightful as well.
As no stranger to celebrity endorsers, you won’t be surprised to learn that CoverGirl’s very first celebrity was just a few years after the company was developed. The first celebrity endorser was actress Jennifer O’Neill in 1962 when she was just 16. Jennifer went on to have a 30 year contract with this company. CoverGirl products sky rocketed into the top selling makeup line in the country. Because of her long standing reputation with them, Jennifer is commonly known as the face of CoverGirl. Since Jennifer, many celebrities have been the CoverGirl face. Recent celebrities include Drew Barrymore, Ellen DeGeneres, Sofia Vergara, Pat McGrath, Queen Latifah, and Taylor Swift. Taylor Swift is the face of the NatureLuxe Silk Foundation, as well as other NatureLuxe products.
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